Implementing Behaviorally Targeted Ads
Posted on August 19, 2010
Bryan Burdick
In earlier posts and podcasts we discussed the theoretical advantages of behaviorally targeted advertising and how the Internet is best suited for the technique. Today we interview Bryan Burdick who is the Corporate Development Officer at Bizo.com which is a company that actually implements behavioral targeting via the Internet.
Bryan discusses how Bizo uses cookies and browsers to target ads to its publisher and ad network clients. He describes the process by which the behavior of the person sitting behind the browser is tracked anonymously and categorized into “buckets” that characterize qualities about him thereby enabling ads targeted at such individuals to be placed on his display screen.
Download interview to iPod, iPad, and iPhone here. (13 Minutes)
He also describes how the data is kept anonymous so as to protect individual privacy. We learn that offline marketers, such as Acxiom, actually have far more personal information about us than Bizo will ever collect via cookies. Read more…
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Why Project Canoe Will Fail
Posted on July 1, 2009
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Click here to download to iPod or iPhone
If you would like to learn why the Cable Industry’s effort to provide addressable advertising will fail, this video is for you.
Last year a consortium of six leading CATV operators formed a joint venture termed, Project Canoe, to develop a standard platform to deliver addressable and interactive commercials over cable systems. The industry is abundantly aware of the threat that Internet targeted advertising represents and Canoe is their response.
In our analysis there are five reasons it will fail. Read more…
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